e.l.f. Beauty partnered with ActionIQ to unify its fragmented customer data and enhance personalization at scale, especially after a surge in e-commerce during the pandemic. By leveraging ActionIQ’s customer data platform, e.l.f. streamlined data access, built predictive models, and orchestrated multi-channel customer journeys, driving engagement and loyalty. The initiative fueled a 12% year-over-year increase in net sales, with the e.l.f. Beauty Squad loyalty program growing by 40% and contributing 70% of online sales. ActionIQ’s real-time orchestration enabled e.l.f. to optimize customer experiences, reduce acquisition costs, and increase customer lifetime value.

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